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Lipsy confirmed to Drapers that it was in talks with a number of brands about stocking them on its website. It is starting a trial with women’s young fashion brand Miss Sixty, which will launch on www.lipsy.co.uk later this month.
Miss Sixty will also be sold in an unconfirmed number of Lipsy’s 23 UK standalone stores. If the trial goes well, Lipsy may look at stocking other brands.
Lipsy already sells a limited number of lingerie brands including By Caprice and Wonderbra on the website but wants a wider branded clothing offer. According to sources close to the business, it had been looking at how branded clothing was working on Next’s website and believed it could attract a significant new revenue stream and improve its offer to customers through the introduction of complementary young fashion brands.
Miss Sixty’s heritage is in denim while Lipsy is best known for its dresses, although it also sells jeans.
Miss Sixty is already sold on Next’s Directory website, but Lipsy is also targeting other brands not sold through Next, which would fit in with its younger customer profile.
Miss Sixty sales director Daniela D’Aveni said: “We feel our brand fits in well with…
Lipsy, which was bought by Next in October last year, has hired a team of web developers and will also work with digital agency Enable Interactive to create a new design and user experience for the site by autumn.
Lipsy e-commerce director Kristine Kirby said the move to Next’s e-commerce platform made sense as it has been built using the same Microsoft technology as Lipsy’s existing site, run by Snow Valley.
Kirby insisted Lipsy will retain ownership of the site, despite leveraging Next’s platform. She added that the new site will allow Lipsy more control, with the ability to make changes in-house.
Lipsy launched its existing site in November last year, which was designed as both a transactional channel and a source of fashion advice and product information.
Kirby said Lipsy’s e-commerce operation has already utilised Next’s services, such as its fulfilment infrastructure, which means Lipsy can offer a next-day delivery service to most of the country. Lipsy has also set up a team at Next’s customer service centre, which allows the brand to offer extended customer support opening hours.